Audience Research: Theory and Practice (Second Edition)

Author: (USA) Weber, (USA) Farren, (USA) Rich, Wang Lanzhu, Yuan Jingyan
Publisher:
Publish Date: 2004-09-01
Features: The authors have created authoritative and unique resources on audience research and its role in today's media and advertising industries. They recommend using these materials to skillfully place the theoretical and methodological issues of research within the context of real-world decision-making. The new introduction includes excellent audience measurement methods for "com" and clear, concise classifications of research types. When introducing the Nielsen ratings system and the media industry to my colleagues and clients worldwide, Audience Measurement has always been my handbook—it is highly readable and offers profound insights.
In Audience Measurement, the authors combine an engaging academic approach with practical applications to introduce readers to various types of audience research, their complexities, and how they can be used to address issues of interest to media professionals, educators, and managers. For anyone seeking to better understand the numerous applications of audience research in the media market, this book is a must-read. The second edition of Audience Measurement should be on the bookshelves of every individual who wishes to teach or explore mass media and its audiences in an academic manner.
Transitioning effortlessly from the abstract principles of digitization to specific examples of application, and always providing guidance that is often highly interesting, the book serves as an excellent textbook for students and a comprehensive resource for professors, writers, and researchers in the field of audience studies.
This series represents a beneficial attempt at innovating television theory, possessing significant theoretical and practical value. It systematically summarizes existing academic achievements from both domestic and international perspectives, exploring the universal laws of television development from the standpoint of television media management. By integrating China's specific context, it seeks to find the development path for China's television industry. The series is committed to advancing frontiers, closely aligning with China's television reform practices, and strives to become works that are academically solid, intellectually original, and truly valuable references for television media management.
The first batch of the series will include five books, divided into two major sections: theoretical foundations and practical applications. The theoretical section is further classified into first-tier and second-tier disciplines, including Economics of Television Media, Value Chain of the Television Industry, Regulation of the Television Industry, Analysis of Television Consumer Behavior, and Television Audience Measurement Handbook (translated work).
The series has the following four distinct features:
1. Innovation in Fundamental Theory: The series includes the first foundational work on television media economics in China.
2. Standardized Research Methods: Research on television media management is an interdisciplinary field combining journalism, communication, and economics. Applying economic analysis methods to study the television industry is a new challenge for China's communication academia.
3. Systematic Research Coverage: The series covers both theoretical and practical research. The theoretical part extends from first-tier to second-tier disciplines, while the practical part spans from domestic to international contexts. It includes innovations in fundamental theory, summaries of practical experiences, and introductions to classic international operational practices, making it an invaluable reference for both the theoretical and practical communities in television media.
4. Comprehensive Academic and Practical Backgrounds of the Authors: Most of the authors of this series have worked in the broadcasting and television industry and some have held management positions.